"What's the real return?" That's the question every decision-maker asks before approving a business gift budget. Contrary to popular belief, a premium bespoke object can be measured — and justified — with concrete indicators. Here's how to assess the return on investment of a Lego®-compatible brick creation.
The usual reflex is to compare the unit price of a mug to that of a brick creation. But a gift that stays on a desk for months, even years, generates hundreds of repeated visual exposures to your brand. The right metric isn't cost per item, but cost per brand-contact over time.
A brick creation is naturally photographed and shared on LinkedIn or internally. This organic content has an equivalent advertising value that can be estimated.
Track the number of spontaneous mentions or posts linked to sending your creations.
Calculate the cumulative reach of these posts based on your recipients' average audience.
Compare this figure to the cost a paid campaign would have required for a similar reach.
A generic gift often ends up in the bin within a few weeks. A personalised brick creation, on the other hand, gets kept. This retention rate is easily measured by surveying a sample of recipients several months after delivery.
Beyond reach figures, the hardest impact to quantify — yet the most significant — remains qualitative: a client who spontaneously mentions your gift at a following meeting, or brings it up to a colleague, sustains a business relationship that few other formats can create.
At Fabbrique, we help our clients structure this tracking from the brief stage onward, so your investment in a bespoke creation is a steered choice, not just a bet.
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